Introduction

Marketers need little convincing these days that video is a powerful content form. By every measure – conversion, SERP ranking, time on page, likes, shares and any other form of engagement – video’s power to inform and persuade is unmatched.

Pundits project that this year, 69 percent of all web traffic will be video, a clear indicator of the demand for this content form.

The barriers to using video have fallen as this content type has evolved. Just over a decade ago, video production required expensive cameras, studios and software editing suites. Today, however, about 70 percent of U.S. and Canadian adults carry with them the tools for video production, right in their pocket.

In the past decade, the cost and skills needed to produce video has gone down, while the quality and convenience has improved. Video content also benefits tremendously from the social media networks that serve as distribution channels. This study, now in its fourth year, continues to examine how marketers are using video, the new approaches, tools and applications they are using and what kind of results they are getting.

The data is clear: video is a content form that remains fresh and engaging. As this report details the findings from the 2017 Video Content Marketing Benchmark Study, it will identify best practices and recommendations to help marketers get the best return on their investment in video content.

Table of Contents

Introduction

Executive Summary

The Importance of Video

The Performance of Video

Video Viewing Data Integration

Producing & Hosting Video Content

Video Content Budget

Satisfaction with Video Marketing Results

Analyst Bottom Line

Acknowledgements

Appendix - Survey Background

Research Methodology

This 2017 Video Content Marketing Metrics Benchmark Study survey was administered online during the period of October 5 through October 28, 2017. During this period, 159 complete responses were collected and used in the analysis of the data for this report. The representativeness of these results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance.